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Phones down, bottoms up

What I like about this ad is that it doesn’t need a lot of explaining. Great art direction and a clever line “Enjoy responsibly. Phones down, please.”

When so many brands are creating (useless) apps or social gadgets, it’s nice to see Guinness champion a bit of face-to-face communication in pubs. I’d love to know the agency behind it. Most articles I’ve seen seem to refer to a post on Mashable.